Forest Essentials ad: Ayurveda finally goes global

The just-released video ad for an Indian beauty brand tells a modern mythological story

The story is set in a magical make-believe Forest Essentials workshop. The camera follows the apsaras (henceforth referred to as "beautiful things" as they potter around the forest factory with deer and peacocks in their wake, collecting more beautiful things (read: pure and natural ingredients) which they sort, pour and pound by hand to create more beautiful things, known in the city as Forest Essential's Ayurveda-based herbal mixes.

"We wanted to make the brand relevant from the foothills of the Himalayas to the fashion capitals of the world like Milan, Paris, New York,"; says V Sunil, executive creative director of agency Wieden+Kennedy, New Delhi, producers of the video directed by Paul Mino. They made the Indigo airlines ad, remember?

Best part about the Forest Essentials ad? The music undoubtedly. Dynamic drums recall UK-musician M.I.A's mash-up of a modern Asian goddess that delivers a gorgeous and gritty vibe in the same breath. Lush. We like.